Haier had earlier selected Burson-Marsteller to handle its domestic public relations business, though that deal is widely believed to have ended following the departure from the white goods giant of former chief marketing officer Larry Rinaldi.
While Haier is the official home appliances sponsor of the Games, its sponsorship is purely a domestic deal.
Regardless, the company is hoping the competition brings it an opportunity to build its global image.
“Haier has a mission to become one of the world’s most esteemed and respected brands,” said Haier Group CEO Zhang Ruimin.
“With its local expertise and global insights, Hill & Knowlton can help Haier accomplish the last stage of our four-step development strategy — building a global brand.”
Haier picks H&K for Olympics drive
GLOBAL - Haier has selected Hill & Knowlton to promote its brand internationally during the Olympic Games.
